Middle East retailer AZADEA Group has announced the addition of UK-based fashion brand Missguided to its fashion & accessories portfolio. Multichannel retailer Missguided will deliver an adventurous fashion experience to empower millennial customers and equip them with style choices in store, online and through its mobile app.

The female fashion brand has enjoyed phenomenal success globally since its launch in the UK in 2009, building its power across digital platforms with a fast-moving fashion collection. With up to 500 brand new styles every week, Missguided’s collections are inspired by street style, catwalks, social media and popular culture. Globally known for empowering millennial women to feel confident, the region’s consumers will now be able to get the latest inspiring fashion trends in store, online and through its click & collect service.

Commenting on the partnership, AZADEA Group CEO, Said G Daher, says, “We are proud to be the chosen partner to establish Missguided’s presence across the Middle East. Delivering differentiated concepts has been a core mission of ours for the past 40 years, and our partners are essential for making this happen. With our shared values, millennial mindset and organisational excellence, we will create an exceptional lifestyle experience for our customers,”

Missguided will set foot in the Middle East with a mission to reinforce its multichannel retail offering by opening an extensive expansion plan to key regional markets such as the UAE, Saudi Arabia, Kuwait, Bahrain, Qatar, Jordan, Lebanon and Egypt ― marking a milestone achievement for the brand’s regional presence.

“We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner AZADEA, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life,” adds Nitin Passi, CEO & founder of Missguided Limited.